5. Snickers

More than 80 years after its launch in 1930, this Mars bar is world’s best-selling international confection. And although it may not have revolutionized candy-bar taste or distribution, it’s unparalleled at selling itself: its star-studded ad campaign “You’re Not You When You’re Hungry” helped sales hit around $3.5 billion in 2012, outpacing M&Ms, Reeses and Kit Kat. Also, says Kimmerle, it helps that Snickers offers the holy trinity of confection: nougat, caramel and peanuts—coated in chocolate, of course.